Global ad site Warc has installed four NZ campaigns in its inaugural list of the top 100 ad campaigns based on their performance in effectiveness and strategy competitions.
The Warc 100 features three Colenso BBDO ads and one from DDB.
Colenso BBDO/Proximity’s Feel Tip Top placed #32. And Warc notes: “Tip Top enjoyed strong recognition, as an old, established brand, but was finding it difficult to connect with younger consumers. For the campaign, people nominated someone through social media to receive ice cream, which the company would then deliver. These deliveries were filmed and shared on television and online.”
DDB’s Steinlager Believe campaign made the list at #43. Warc says: “With this campaign, Steinlager Classic, a New Zealand beer brand owned by Lion Nathan, leveraged its home country’s hosting of the Rugby World Cup, in spite of its rival Heineken being the official tournament sponsor. Its solution was to reintroduce its can design from 1987, the last time New Zealand won the cup.”
Colenso BBDO’s V Motion Project placed at #80. Warc: “V Energy, the energy drink brand, took an innovative approach to music and technology to target young people and protect its top market share. The campaign centred on tech that could use the body’s movement to make a piece of music. All media pushed consumers to the brand website, which saw visits increase by almost 1000 percent.”
Colenso BBDO’s Mountain Dew Beyond the Wall is at #81. Warc: “This campaign was based around software that allowed graffiti artists to tag virtual space, as it appears on Google Street View. This work attracted young male Mountain Dew fans, and ultimately delivered both volume and value growth of around +30%.”
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